The Oakland Athletics’ ambition to secure trademarks for “Las Vegas Athletics” and “Vegas Athletics” has encountered another setback. In a bid to facilitate their anticipated move from California to Las Vegas by 2028, the Major League Baseball team sought to trademark their potential new names. However, the U.S. Patent and Trademark Office has once again found the registrations primarily geographically descriptive, as reported by Law360.
This isn’t the first time sports teams have encountered difficulties with trademarking geographically significant names. Under U.S. trademark law, marks that primarily describe a geographic location can be denied if they could mislead consumers into believing the goods or services originate there when they do not or if the terms lack distinctiveness. In this case, the USPTO concluded that the proposed team names did not sufficiently distinguish the brand from the locale of Las Vegas.
The announcement adds a legal twist to the team’s relocation plans, as the Athletics face the challenge of establishing their brand identity in a new market. They will need to strategize carefully to either secure approval for their desired trademarks or consider alternatives that align with trademark regulations. The team aims to complete their relocation to Las Vegas by 2028, where they’ll join a burgeoning sports market that already includes NHL and NFL franchises. This move reflects a broader trend observed in professional sports franchises seeking lucrative markets beyond traditional bases.
Trademark issues aren’t isolated to the Athletics. Other teams have faced similar hurdles. For instance, the Washington Commanders’ rebranding highlighted how challenging it can be to update or establish a fresh identity under existing legal constraints. Navigating the complex landscape of intellectual property rights is increasingly essential for sports franchises as they evolve and expand.
While the trademark journey continues for the Athletics, the team must balance their commercial aspirations with regulatory compliance. Observers will be watching closely to see how they resolve this branding impasse as they prepare for their new innings in Las Vegas.